Marketing Concepts and Strategies of British Airways

This document discusses the marketing concepts and strategies used by British Airways to achieve their objectives. It covers topics such as product strategy, branding, promotional strategies, and the relationships between marketing and other functional areas in the organization.

British airways

Table of Contents
INTRODUCTION......................................................................................................................3
The main body............................................................................................................................3
A) Marketing concepts and terminology applicable to British Airways................................3
B) The marketing strategies and programs that helped British Airways achieve their
objectives................................................................................................................................4
Were these objectives achieved in an ethical manner............................................................5
C) Marketing concepts and principles used in British Airways daily organisational
operations...............................................................................................................................5
7Ps..........................................................................................................................................5
STP approach.........................................................................................................................7
a mind-map/poster to explain the relationships of the marketing functions to other functional
areas in organisations.................................................................................................................8
Conclusions and recommendations............................................................................................9
REFERENCE...........................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
Airline industry is that which provide facility of transportation to passenger with the help of
aircraft or other means of air transportation. This is the fastest means for transportation of
passenger from one place to another. Prices of air tickets are determined according to the
service of airlines where they classified tickets in two categories which are journal and
business class. For this report the main focus organisation in British airways. It is a global
airline which operates on global roots. The British airlines were founded in 1990 and now it
is a leading organisation with premium services in world. Main focus of this airline is to
provide services to its customer with their full satisfaction. The main airport of these
international airlines is in Heathrow, United Kingdom. Company have its roots in 80
countries where it provides services for 200 different destinations. In this report wiki concept
of marketing and its application on British airways will be analysed where marking
marketing strategies and functions will also be identified on British airways which can help in
achieving objectives of it. There is group discussion on 7ps STP and marketing research on
British airways which help in managing its operation in the end of report there is an poster
which also help in identifying and discussing the relationship between other department and
marketing department of this organisation (Dvorak and Razova, 2018).
The main body
A) Marketing concepts and terminology applicable to British Airways.
Product Strategy
Product strategy is an important part of business strategy of British airways this is because it
helps form in achieving its goals and objective. It also helps in determining the rules of
different products inform and analysing their profitability ratio. This is the process of
retaining profitable products and removing the old ones which are not helpful in making
profits. According to the report of British airways 2009-10 its main focus is on its customer
where it wants to invest in its employees who will help for men achieving objectives. Form
also invested in its food and drinks and other services which it provide to customers while
travelling (Dodgson, 2018).
British airline provide three types of products to its customers, which are divided in business
class, economic class and cargo. Economic class are relatively cheap from business class this

is because of services offered in both in business class the quality of services are more
attractive and expensive wear in economy class only basic services for travel are provided.
The third one is cargo where services of transportation in goods and services will be provided
for some specific customers like other business units (Lawton, 2017).
Branding
Branding is the tool of business which helps it in grabbing the customers attention transfer
the shares into the permanent customers and provide a large audience base to company in
general terms branding can be said as marketing practices for actively shaping the firm brand.
Branding function of British airways is also strong where they have 100% brand value.
Company use log on which have two colours red and blue on companies name this is a
symbol of ambition and determination in red colour where in blue colour company show the
trust and peace this is a flag sign which is created by Negus (Karami, 2017).
Promotional Strategy
Promotional strategies are those which adopted by organisation for increasing its sales these
are the strategies which are used for some specific audience and for a limited period which
will help form in taking advantage of it it by increasing sales of its products. British airways
adopt different kind of strategies for promoting its airlines like tie up with tourism
destinations where it provide some discount on vacations. This company also target
customers in festival seasons and vacation periods where it provides huge discounts on
buying air tickets for some particular destinations. British airways have also tie up with
various hotels where it use promotional strategy by providing discount when customer use
the hotel which are listed to with organisation (Jobling, British Airways PLC, 2018).
B) The marketing strategies and programs that helped British Airways achieve their
objectives
Marketing strategies are the law and forward-looking approaches which help for
achievement of an objective by the way of increasing product sales.
Mission: British airways “one destination seeks to and share our customers flying customers
and confident that together we are acting responsibly take care of the world we live in”
Vision: the main vision of British airways is to become the world's most accountable and
dominant airline.

Objectives: the prime objectives of British airways are upgrading customer experience,
competitive cost base, fulfil corporate responsibilities as a world most responsible airline,
Plan for growth, be the airlines of choice for long haul premium customers, Deliver
outstanding services for customer at every touch point and global presence in global cities for
meeting at customer needs in travelling (Berry, 2016).
Were these objectives achieved in an ethical manner
A British airway is leading organisation in airline services where it transports both
passenger and goods. The reputation built by company is because of its ethical consideration
where it has separate ethical code of conduct for both employee and manager of company. It
has more than 45000 workers, currently working with it, where it enable them to follow a
strict ethical code of conduct and practices, where main focus was put on employee
relations ,where the give respect to each other and fulfil their duty ethically.
This ethical consideration is also for top level management where they have to follow this to
help in curbing, containing and prevention from corruption this is because company thinks
that corruption like receiving or giving bribe or gift will directly influence the business
decisions and leads to poor performance of firm (Tadeo and Jasper, 2017).
C) Marketing concepts and principles used in British Airways daily organisational operations
Marketing mix of British airways or 7 p's analysis includes product price place
promotion people physical evidence process of the company visit follow and help in
identifying marketing strategies of company. This will elaborate the pricing advertising and
distributing strategies which are used by company.
7Ps
Product: British airways have its main operations in UK it officer high quality services for
its customers.it can be said that it offer transport facilities to its customer from for moving
one place to another by the means of air transport which are aircrafts and helicopters this is
the main marketing mix product and service strategy of this company. British airways mainly
used three types of aircraft which are named as Boeing 777 s, Boeing 787s and Boeing 747s.
These all are latest technology best aircraft which help customers in getting good experience
with full safety. Company divided tickets in business class economy class first class and
entertainment class which is also known as premium class. Company also offer restrooms
bats cabins entertainment screens extra space as well as food and meals for satisfying the
needs of customers and giving them a better experience of air transport(Jolly, 2018).

Price: the price strategy which is followed by British airways is that they have the
mean and that everybody when its customer base will be able to afford the prices off tickets
and because of this its policies related to pricing is divided in reasonable prices where it have
different classes namely economy class, business class, premium class. Prices of tickets
varied according to the destination and distance between the two destinations where the
customer want. Customer books tickets earlier than it will also get some discount and price
benefits. Company also offers free meals with premium and business class tickets and for
economy class customer have to pay extra amount for its meals. British airways also give
discount on its tickets festival seasons where there is huge demand of tickets.
Place: it is that part of seven seas which is related to distribution strategies which is opted by
British airways. It is operating for more than 400 destinations with the convoy of 273
aircrafts which include Boeing 747s, 777s and 787s. Main office of British airways is situated
in water side near London airport. 40% of the slots at airport are acquired by British airways
and most of them are operational. There is also tired therefore the treaties of number of
world's airports for smooth flow of operations. Company operated services through websites
and mobile applications which are easier and help in maximum productivity (Cooke, and
Grader, British Airways PLC, 2017).
People: in this factor the employees and management staff is included which help in
functioning of operations in organisation in British airways the current CEO is Willie Walsh.
The management board of British airways consists of strategic, customer, engineering, sales
and marketing with finance units. Operating teams which help in operating system which are
divided into two team’s first Air hostess and second is pilots. They are the four most persons
which help in management of flights. Airways have total 40000 employees in which 15000
cabin crew members 3600 as pilots and 5500 as engineers. Company have a strict training
and development process where pilots have to go under through testing their abilities before
selection. The same process is followed for cabin crew recruitment and engineers hiring
which ensure safety of customers as well as comfort level in air transport.
Promotion: this sector is used by company for making advertising strategies marketing
strategies. British airways advertise through number of advertisement means like TV
advertisement billboards and newspapers. Advertisement v it is used is very classy and so
first occasion waste where they can easily convey the message to customers. This song
always used advertisement and innovative where they present are offered to customers where

customer can understand and there must be a reason of willingness to buy services of
company. London Paralympics in 2012, British airways are a prime sponsor which is also
method of advertisement used to promote its services (Tan, 2019).
Process: company have a clean and smooth process where it introduced new services called
e-ticketing because traditional ticketing system takes more time where there is also problems
with staff management and basic human omission errors. For solving this company introduce
this new ticketing service system where tickets can be generated with the help of electronic
media (Chrimes and Cook, 2017 ).
Physical evidence: British airways is the experience which day give to their customers and
their feedback for them company use number of aircraft with good interior occasion in
symbol of British airways as well as better design of cabins where coloured colours are used
according to the preference of customers which is mentioned in their feedback (De Bono,
2017).
STP approach
British airways new segmentation, targeting and positioning strategy approach in
every to identify certain individual in the general people for offering IT services and earning
prophets. This system is divided into three parts which include segmentation targeting and
positioning. Segmentation in dividing the population into some groups according to their
characteristics, Targeting is choosing specific groups which are identified process of
segmenting. Positioning can be employed as a selection of the marketing mix for the most
suitable strategy for targeted customers.
Segmentation: for segmentation British airways divided is its customer on geographical
basis where it for the divide them according to the region and density. In region wise divide
action company divided customer according to domestic flights of UK and flights from
Europe to international stations according to class executive club and first class this will help
in identifying appropriate customer base which it can target for maximizing its profits
(Jobling, 2016).
Targeting: targeting IT customer company e different type of classes like economic class
premium economy class executive club and first class. Classes it divide its customer
according to the region like they are domestic customers or they are going for international
flight for this it provide different type of aircraft services Life OK premium economy it

provide selected international flights for executive club it provide premium international
flights and for first class eight provide some selected international flights which are heavier in
boss as well as full of services (Fedosova, 2016).
Positioning: In this step company position all services according to the needs of
customer where it can generate maximum benefits for this it use its top level management
strategies and select different according to the needs customers.
A mind-map/poster to explain the relationships of the marketing functions to other
functional areas in organisations

Relationships of the marketing functions to other
functional areas in organisations
There is close relationship between marketing function of British airways and other functional area of organisation.
Functional areas are finance department human resources department customer service and IT department. These
entire departments have a good relationship with marketing function
Marketing function
It is that function of
management which help
British airways in
increasing the sales of its
products. For this it
established relationship
between customer and
goods and services of
company which offered
by it. Marketing function
act as a backbone of firm
as it also have good
relationship with other
functions
human resources department
British airways by guiding
them about the trend and
facilities provided by
other company which can
be match by human
resources department for
better conjuring in flights
as Well as establishment
of good corporation.
There are number of
function which are
performed by HR
department for marketing
department such as work
analysis, skill training,
wages, salary,
administration policy,
communication and profit
sharing as these all
functions are in hand of
human resources
departments
Marketing and HR
department
Marketing and HR have
close relationship as the
both are interdependent on
each other this is because
human resources
department provide trained
professionals to marketing
function where decent
promote the services of
firm. Department also help
Marketing and finance
department
Finance department is also a
backbone for every firm as it
facilitates flow of funds to
every department in
organisation. Contacts of
British airways there is close
relationship between finance
and marketing department of
firm where the both teams
work together finance
department has marketing
department in allocation of
budget which they will
invest on advertising and
promotional activities of
firm product finance
department in British
airways also perform the
function of monitoring and
controlling the cost identify
the revenue generated in
form it also suggest methods
to increase the revenue and
decrease the cost of firm
which will benefit British
airways in increasing
profitability. Marketing
function analyse business
situations for financial
department where
finance department plants
pointing according to
these situations which are
going in market
Marketing and customer
services
customer services most
important part of British
airways customer services
interact with customers
directly. They provide
services like food and
drinks, best room special
cabins. Marketing
department also play a
important role in
managing customer
services this is because
give ideas and instructions
to customer Service
department of British
airways. They can manage
and identify the needs
customers. This will help
customer Service
department in fulfilling the
needs of customers while
attending them in flights
and support they need
accordingly
Relationship
between marketing
and other functions

Conclusions and recommendations
It can be concluded from above mentioned report that British airways weather leading
company which is operating in industry upgrade brand value as well as good promotional
strategies which help it in building its brand image. Company have great mission vision and
objective which can be seen in this report. Concluded that 70s have great impact on firm like
product, price, place, people, promotion, process and physical evidence have their separate
impact on forms marketing strategies this is why it have to adopt a good marketing strategy
where it can follow all its P’s and get maximum productivity. this report that there is a close
relationship between marketing and other function of organisation marketing function of an
HR department both are important smooth functioning in organisation finance department
also play an important role in marketing department where it contribute to marketing
department by giving it analysis customer services are also and important part of fonts
functioning where it play a good role with marketing department of business enterprises. It is
recommended that firms should follow the same marketing policies which it is following
currently this is because it is an effective marketing policy because of this company is
developing continuously and now it will also help this coming future.

REFERENCE
Books and journals
Airways, B., 2017. British Airways. Where we fly.[online] Available at: https://www.
britishairways. com/travel/where-we-fly/public/en_gb/map [Accessed 13 November
2017].
Coller and et.al, 2016. The British Airways heritage collection: An ethnographic
‘history’. Business History, 58(4), pp.547-570.
Karami, A., 2017. Corporate strategy: evidence from British Airways plc. In The Changing
Patterns of Human Resource Management (pp. 46-64). Routledge.
Efthymiou and st.al, 2019. The Impact of Delays on Customers' Satisfaction: an Empirical
Analysis of the British Airways On-Time Performance at Heathrow Airport. Journal
of Aerospace Technology and Management, 11.
Fedosova, A., 2016. Comparison between Low-cost and Traditional Airlines. Case study:
easyJet and British Airways.
Jobling, D., Thomas, M. and Harvey, T.A.T.E., British Airways PLC, 2016. Identification
apparatus and method. U.S. Patent Application 15/021,546.
De Bono, E., 2017. Teach your child how to think. Penguin UK.
Chrimes, N. and Cook, T.M., 2017. Critical airways, critical language.
Tan, L., 2019. CorporateMetrics Methodology Application for the Market Risk
Quantification in British Airways Company.
Cooke, P. and Grader, P., British Airways PLC, 2017. Aircraft passenger seat fixing systems
and arrangements. U.S. Patent 9,802,705.
Jolly, J., 2018. British Airways: 185,000 more passengers may have had details stolen. The
Guardian.
Tadeo, M. and Jasper, C., 2017. British Airways Owner Says Power Outage Cost 80 Million
Pounds. Bloomberg, June.
Berry and et. al, 2016. Seating layout for a transport vehicle. U.S. Patent Application
29/469,791.
Jobling, D., British Airways PLC, 2018. Dynamic Tracking and Control of Passenger Travel
Progress. U.S. Patent Application 15/128,945.
Karami, A., 2017. Corporate strategy: evidence from British Airways plc. In The Changing
Patterns of Human Resource Management (pp. 46-64). Routledge.
Lawton, T.C., 2017. Cleared for take-off: Structure and strategy in the low fare airline
business. Routledge.
Dvorak, J. and Razova, I., 2018. Empirical validation of blue ocean strategy sustainability in
an international environment. Foundations of Management, 10(1), pp.143-162.

Dodgson, M., 2018. Technological collaboration in industry: strategy, policy and
internationalization in innovation (Vol. 11). Routledge.